East Yorkshire attraction scoops prestigious national visitor experience accolade
WINNER: A visitor enjoying a cuddle with a cow at Dumble Farm
By Rick Lyon, Co-Editor
A small East Yorkshire farm with a big heart has put the region on the national tourism map after winning one of the UK’s most prestigious visitor experience awards.
Dumble Farm, near Beverley, has been crowned ‘Gold’ winner for Experience of the Year at the VisitEngland Awards for Excellence, which recognise the very best of the country’s tourism industry.
As the winner of the Remarkable Experience of the Year at the 2024 REYTAs (Remarkable East Yorkshire Tourism Awards) for its unique ‘cow cuddling’ sessions, Dumble Farm was eligible to compete at national level. The farm went on to scoop the top prize at the awards ceremony held at the Brighton Dome Corn Exchange.
Its immersive cow cuddling experience, open to visitors aged 16 and over, offers the chance to connect with affectionate cows in a calming and therapeutic setting. The ‘cuddle cows’ are a mixture of breeds, including retired dairy cows and Highland crosses.
Guests learn about each cow’s character, the story behind the farm, and its wider conservation efforts, which use Highland cattle as conservation grazers.
The experience has become especially popular among visitors seeking mental health and wellbeing benefits, attracting people from a variety of backgrounds and age groups.
ACCOLADE: Dumble Farm’s ‘cow cuddling’ experience offers the chance to connect with affectionate cows
Originally a dairy farm, Dumble Farm was forced to close that business due to flooding and industry pressures. It then pivoted to conservation, launching its cow cuddling venture just over two years ago.
Owner Fiona Wilson said: “We’re absolutely thrilled to win the Gold award for Experience of the Year at the VisitEngland Awards.
“The cows are the real stars, of course – they think the award is udderly amazing! They’ve spent nearly a year perfecting their cuddling skills and love bringing joy to our visitors.
“We hope the award will also help us attract investment into our conservation work, which is at the heart of what we do.
“The award ceremony was wonderful – the local food and wine were delicious, and the VisitEngland team made us feel so welcome. We’re also incredibly grateful to Visit Hull and East Yorkshire (VHEY) for their support.
“East Yorkshire is an amazing place. We hope visitors will not only meet our cows but also explore the beautiful farm and surrounding area.”
FRIENDLY: The cows at Dumble Farm
The REYTAs, organised by tourism partnership VHEY, celebrate excellence across the Hull and East Yorkshire visitor economy.
Last year’s ceremony, held at Bridlington Spa, attracted over 500 attendees.
Chris Blacksell, chair of VHEY, said: “It’s absolutely wonderful that Dumble Farm – one of the big winners at the 2024 REYTAs – has now received the national acclaim it deserves for its amazing cow cuddling experience.
“It’s a huge achievement for the team, and a testament to the incredible calibre of businesses we have in Hull and East Yorkshire.
“It’s also a great example of why more businesses should enter the REYTAs – they deserve recognition, and we can all be proud that East Yorkshire is officially home to the country’s best visitor experience!”
VHEY, funded by Hull City Council and East Riding of Yorkshire Council, supports 1,700 businesses and over 21,000 jobs in the region. It is nationally accredited by VisitEngland as a Local Visitor Economy Partnership (LVEP).
Councillor Nick Coultish, portfolio holder for culture, leisure and tourism at East Riding of Yorkshire Council and vice-chair of VHEY, said: “Many congratulations to Dumble Farm for winning Gold for Experience of the Year at the VisitEngland Awards for Excellence – a truly remarkable achievement.
“Everyone at VHEY is incredibly proud of the team at Dumble Farm, who have helped put our region’s fantastic tourism offer on the national stage.
“I hope this inspires other local businesses to enter the REYTAs this year – they could be the next national winners.”
Details of the 2025 REYTAs, including categories and entry deadlines, will be announced soon.
Registration is already open for two application masterclasses offering practical tips:
Bridlington Spa – 10am, Wednesday, June 25
The Edge Hub, Hull – 1.30pm, Friday, July 4
For more information, visit: www.visithullandeastyorkshire.co.uk/reytas